A leading producer of Super Tuscans suggest that Rosso di Montalcino wines would be improved by allowing new grape varietals.

Montalcino growers recently rejected a proposal from the Consorzio del Vino Brunello di Montalcino introduce new grapes to the region.

Under the Denominazione di Origine Controllata e Garantita designation, which covers wine from the Rosso di Montalcino region, only Sangiovese grapes are currently permitted for use in wine production.

However, writing for Decanter magazine, Marchese Piero Antinori says that producers of Italy should be proud of their rich heritage and should try to protect it, but not at the expense of making improvements.

"Age-old roots play an important part in our philosophy, but they have not served to inhibit our innovative spirit," said the founder of Tiganello, adding that more flexibility could allow the region's growers - especially those on smaller estates - to be more consistent in their wine.

This lack of consistency is what has held back Rosso di Montalcino, Mr Piero Antinori claims, as consumers want to know exactly what kind of wine they are getting.

"When you have a problem it makes sense to find ways around that problem. It might be a good idea to make the regulations more flexible," he added.

However, Mr Piero Antinori says that this more relaxed approach to legislation should only apply to smaller Rosso producers - Brunello di Moltalcino must remain 100 per cent Sangiovese.

Brunello di Montalcino and the other fine wines of Italy are set to take centre stage at the Hong Kong Trade Development Council Wine and Spirits Fair later this month.

Vinitaly will be using the Far East's taste for Italian cuisine to promote Italy's complementary wines.

Steve Kim, the group's general co-ordinator, says Italy has fallen behind the likes of Bordeaux and Burgundy when it comes to marketing wine.